Warc index
 

This paper explains how a beer brand from a Cornish family brewer bucked the trend of closing pubs and falling sales that had hit the industry. Tribute Ale needed to increase its levels of awareness o

This campaign exemplifies the fact that building a global brand that delivers on the business strategy is not about having big dollar marketing budgets. The agency and Sri Lanka's apparel industry ini ...

The challenge for Meat & Livestock Australia's "Lamb on Australia Day" was to maintain lamb's position as Australia's national meat, increase consumption in January and integrate a creative idea into

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

After 12 years without any advertising, the Southern California Honda Dealers Association had fallen further and further behind Toyota in their highly lucrative regional market. In an effort to revers ...

Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

A little more than a decade after the wide-scale launch of mobile phones to consumers, the landscape was dominated by three major players and a large number of smaller ones. The appetite for wireless

The main objective was to strengthen the position of Hertog Jan Bockbier as one of the Netherlands’ best Bockbiers. The campaign was divided into two parts: an on-pack portion that created an immediat ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intr ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

In 2006, insurance company Mapfre restructured its commercial and sales structures, and also launched two high-profile products: 'family protection' for protection against family risks and 'rent prote ...

Christmas is a very competitive period for phone manufacturers, and Nokia wanted to ensure its brand was visible to consumers over the festive season. Based on a plan of holding 23 days of events in t ...

Toyota Motor Sales U.S.A., Inc., was responsible for the distribution, marketing, and sales of all Toyota vehicles in the United States. It was owned by the Toyota Motor Corporation, a Japanese comp ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

As this short account shows, by introducing 4forAll, four mini pizzas in one, Pizza Hut created the first edible pizza game. The aim was to take turns spinning to decide which square to eat next, and ...

The pharmaceutical company Sanofi Aventis wanted to develop a loyalty programme for pharmacists, called the “YOUnique club”, so that pharmacists could accumulate points to have access to prizes releva ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

This short paper centres around the launch of a new range of Freshways sandwiches at the IFEX exhibition to target key trade customers. One week prior to the event, they received an invitation to visi ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

In 1993, Phillips Union, the US distillers, launched Revolution smooth as a new type of smooth blended whisky, aimed at novice whisky drinkers in eight key US states. The paper outlines how celebrity ...

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselve ...

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer p ...

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unc ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel. Something had to be done, and fast. ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...